Wayne State University’s (WSU) 203-acre main campus is located in Detroit’s Cultural Center Historic District and offers 350 degree programs through its 13 schools and colleges. This Carnegie-rated research university is one of the three University Research Corridor partners (the University of Michigan and Michigan State University are the other partner schools) and has a long history of academic excellence across a wide range of studies.

Because of their decentralized marketing structure, WSU’s brand image suffered as disparate messaging was delivered to the market via their 13 schools’ and colleges’ marketing efforts. DCS Co’s challenge was to define the Wayne State University brand in a way meaningful and motivating to a wide range of customers and in a singular, representative manner that appealed to all 13 schools and colleges. In short, DCS Co. was asked to reverse years of negative publicity, build positive consumer brand awareness and drive enrollment.

DCS Co. worked with WSU’s Central Marketing advisory team and the deans of each school and college to help define the university’s brand and bring it to life creatively. The subsequent brand campaign delivered in traditional, as well as non-traditional ways, such as people mover wraps, live comedy performances during campus tours, reality television–style recruitment videos, and more. It captured Wayne State University, its faculty and students in the best possible light and provided the assets to deliver the first truly unified and compelling WSU message in the market in its 140-year history: “Wayne State University—AIM HIGHER.”

DCS Co. helped create and deliver, via multiple delivery channels, the most potent brand message ever for Wayne State University. Over our multiyear relationship, our efforts have resulted in:

  • Increased positive awareness in potential students and their parents placing Wayne State on their consideration list.
  • Increased positive awareness of WSU’s on-campus housing and a continued dormitory waiting list for the past several years.
  • Increased positive awareness of 230,000+ southeast Michigan alumni, leading to increased university donations via $900,000,000 raised during their capital development campaign.

We like that one around here. Let’s make newer, smarter, cooler, needle-moving things together.

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